People see you as a coder because they're hiring a coder. They're not prepared to see anything except what they're focusing on. If you don't want to be seen as a coder, don't go to those interviews.

Take some time off. You'll come up with ideas about your work and life that would never happen if you were head down leading a specific life and working on a specific thing. Let your mind wander. We have ideas overnight and in the shower because our brains are wired to take advantage of that.